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Sentiment Analysis Overview

January 02, 2020 21:17

Updated

Sentiment Analysis is a core Revinate feature that will help you quickly and easily assess the guest sentiment attributed to your hotel, your competitors’ hotels, or any service, function or amenity. It is an automated method for identifying mentions of specific topics of interest (such as "concierge" or "pool") and determining whether the author of the feedback felt positive or negative about that topic. This type of analysis is obviously very powerful, as it allows Revinate to unlock much more value from the unstructured reviews left on public websites.

We've tailored our Sentiment Analysis feature specifically for the hospitality industry. We have identified hundreds of the most important topics for hotels and categorized them based on traditional operations and guest feedback categories ("Facilities," "Staff & Service", "Rooms" etc.) So not only can you measure how guests feel about your "buffet", you can also measure the overall performance of your "Food & Beverage" operation.

Languages

Sentiment scoring is native to 9 languages:

English

Spanish

German

French

Simplified Chinese

Italian

Dutch

Japanese

Portuguese

Sentiment is scored natively in the original language in which the review was written and rolled up into the overall score for each topic or category. We aim to present all of this very rich data as intuitively as possible so that it's immediately understandable by everyone.

Topics

Sentiment Analysis displays one value per topic triggered in a review. So a review may trigger 5 topics, and it will return only 5 values, even if those topics were mentioned multiple times in the review. Revinate refers to this as "review level scoring", because it's an overall score per category across the whole review.

To classify a score as positive vs. neutral vs. negative Revinate uses ranges based on Semantria’s best practices, as the text analytics industry experts.

Sentiment Analysis Scoring

Customized specifically for the Hospitality Industry, Sentiment Analysis will allow you to easily assess the guest opinion of your property’s location, amenities, service, and operations.

Trigger and Sentiment Words

This software examines each review to determine which categories are triggered based on keywords (e.g., "bed"), as well as their scores based on the presence of other sentiment-bearing words in the same sentence (e.g., "comfortable").

The sentiment software uses advanced linguistic analysis to determine this score. When the software detects words like “extremely”, they are processed as multipliers, resulting in a more positive or more negative score depending on the remainder of the phrase or sentence.

We display an overall score for each topic which takes into consideration all relevant references within the same review. Each category’s sentiment score will be on a scale of 0 - 100 and can be interpreted as follows:

Very Positive: 78 - 100

Positive: 56 - 77

Neutral: 49 - 56

Negative: 24 - 48

Very Negative: 0 - 23

This scoring system will provide a simple and easy way for you to understand what elements of your hotel are performing well and what operations still need improvement.

Sentiment Analysis for Surveys

For Surveys, you can choose from the drop-down menu of filtering options to choose an open text question on your survey that you would want to analyze for sentiment. This feature will analyze the content of open text questions as of August 16th, 2018 but not prior. It is also possible to filter for the Likelihood to Recommend question and dive deeper into feedback from your Promoters or Detractors.

Accuracy

It's important to understand while our Sentiment Analysis functionality is highly sophisticated and very powerful, some sentiment scores will not always appear to be accurate. As you can imagine, if you gathered 10 people in a room to interpret certain reviews, you could very well get a few different answers - especially if the reviews contain poor grammar, misspelled words, or slang.

To ensure the highest possible accuracy, we have partnered with Semantria, an industry leader in text analytics. We are continuously striving to improve our results. However due to the inherently subjective nature of sentiment, and because reviews are unstructured, sentiment scoring will never appear to be completely accurate.

It helps to keep this in mind so that you understand that our Sentiment Analysis feature provides very valuable and "actionable" aggregate scores. For example, while one specific mention of "sheets" might appear to be misclassified as negative, if 89% of guests feel positive about your sheets, you can rest assured that you can focus on other areas of improvement!

Multiple categorizations

Topics may be included in multiple categories, so while some topics are in more than one category, their mention counts will not be double counted in the overall mention count. This is why you could see the overall mention count smaller than the sum of the mention count from the other six categories.

Example topics that fall under more than one category:

"Room cleanliness" falls under both the Rooms and the "Cleanliness" categories

"Public odor" falls under both the "Cleanliness" and "Facilities" categories

"Internet access" falls under both the "Rooms" and "Facilities" categories